YouGov’s Best Brand Rankings reveal the strongest and fastest-improving brands in the country.
Japan Airlines recorded the largest year-on-year improvement among major brands in Singapore, registering a +5.9-point increase in its Index score, according to YouGov’s 2026 Best Brand Rankings.
The rankings track changes in overall brand health using an Index score derived from six key metrics: quality, value, consideration, satisfaction, reputation and recommendation, offering a comprehensive view of how consumer perceptions have evolved over the past year.
Food service brands feature prominently among the most improved brands. KFC (+5.5) ranks second overall, followed by Burger King (+3.9), McDonald’s (+3.6) and Pizza Hut (+3.3), pointing to strengthening consumer sentiment toward quick-service dining brands.
The data also highlights growing momentum for digital and platform-led brands. Trip.com (+4.2) benefited from the continued recovery in travel demand, while TikTok (+4.2) reflects strong resonance with entertainment-led platforms. Taobao (+3.1), Deliveroo (+3.0) and Singtel TV (+2.9) round out the top ten most improved brands in Singapore.
Beyond year-on-year improvement, the YouGov Best Brand Rankings also highlight the brands with the strongest overall brand health scores. Singapore Airlines leads YouGov’s 2026 Best Brand Rankings in Singapore with an overall Index score of 57.6, standing out for its strong performance across impression (65.5), quality (65.7), reputation (60.8) and recommendation (62.5).
Shopee ranks second overall (52.0), driven by exceptional perceptions of value (55.7) and satisfaction (60.6), while WhatsApp (49.6) performs strongly on satisfaction (58.8) and recommendation (54.3).
Changi Airport (46.7), Fair Price (43.5), and Channel News Asia (41.2) also make an appearance, reflecting the strength of trusted national brands among consumers.
Japanese retail giant Uniqlo (46.1) benefits from balanced perceptions across quality, value and recommendation.
Media and entertainment brands round out the top ten, with YouTube (42.6), Google (41.4) and Netflix (40.6) highlighting the importance of digital platforms in Singaporean consumers’ daily lives.
Looking globally, the rankings show the continued dominance of technology and high-usage brands. WhatsApp (41.5) tops the global top ten for brand health, followed closely by Samsung (41.4) and YouTube (41.1).
Other global leaders include Google (38.6) and Netflix (34.1), alongside retail brands such as adidas (35.3), and Nike (34.5), as well as household and automotive brands including Dettol (33.0), Colgate (32.9) and Toyota (32.3).
